Revisiting fundraising encroachment of public relations in light of the theory of donor relations

• Autores: William Swanger, Shelly Rodgers
• Localización: Public Relations Review, ISSN-e 0363-8111, Vol. 39, Nº. 5, 2013, págs. 566-568
• Idioma: inglés
• DOI: 10.1016/j.pubrev.2013.04.005
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• Resumen

  • No research has examined whether 0025 and 0035 reconceptualization of fundraising as a public relations specialization, partly advanced as protection against fundraising encroachment of public relations, has been accepted or implemented. This study found that the rate of fundraising encroachment has not changed substantially in 20 years, that practitioners accept Kelly's concept but prefer separate-but-equal departments for the two functions, and that Kelly's theory of donor relations should be revisited to incorporate contingency theory.